Market Research ReportBIO STORE Market Research Test the reliability of your project October 2008 Market Research Report Survey 2: Bio Store October 2008 Summary: Introduction............................................................................................................................. 3 Question 1/8............................................................................................................................ 4 If a bio store opened close to your home or close to the place where you stay on vacation, would you go in?.................................................................................................................4 Question 2/8............................................................................................................................ 6 Do you consume any bio products?....................................................................................6 Question 3/8............................................................................................................................ 8 What would be your motivation to consume or use bio products?.......................................8 Question 4/8............................................................................................................................ 9 How often do you think you would go in a bio store?...........................................................9 Question 5/8.......................................................................................................................... 11 What kind of product(s) do you think you would purchase or you would like to find in this bio store?........................................................................................................................... 11 Question 6/8.......................................................................................................................... 14 How many people do you know that would shop in this bio store?....................................14 Question 7/8.......................................................................................................................... 16 What do you expect from this kind of store?......................................................................16 Question 8/8.......................................................................................................................... 18 If this store opened close to your home, how much do you think you would spend on average each time you went there?..................................................................................18 Gender.................................................................................................................................. 20 Age....................................................................................................................................... 21 SEC...................................................................................................................................... 22 MARKETEST - Online Market Research http://www.marketest.co.uk 2 Market Research Report Survey 2: Bio Store October 2008 Introduction Survey objective This market research was carried out prior to the creation of a point of sale for a bio store. Methodology The questionnaire was self-administered online on the Marketest website. 562 Private individuals between 18 and 60 years old living in the United Kingdom who are interested by the opening of a bio store in their vicinity. The questionnaire was administered in October 2008. Report This report presents the survey results through: - Frequency table: the sizes and the percentages are presented in tables and on graphs. - Cross tabulation: the correlations between two variables are analysed. The contingency chisquare test aims at checking if this correlation exists in between the variables, and making sure if it is by chance or if it is a reality. However the chi-square neither gives the sense nor the correlation intensity. The Socio-economic classing (SEC) is as follows: SEC+: Upper/middle management Professional or highly technical work Manager, Senior Executive or Technical occupation Self-Employed SEC- : Office and administrative Manual worker Inactive: Student/Pupil Homemaker Retired Unemployed - Commentary: interpretation of the most relevant responses to each question MARKETEST - Online Market Research http://www.marketest.co.uk 3 Market Research Report Survey 2: Bio Store October 2008 Question 1/8 If a bio store opened close to your home or close to the place where you stay on vacation, would you go in? Yes Why not Total Size 523 39 562 Frequency 93% 7% MARKETEST - Online Market Research http://www.marketest.co.uk 4 Market Research Report October 2008 Survey 2: Bio Store Results presentation according to respondent gender Male Yes 95% Why not 5% Total 100% Female 92% 8% 100% Board: % Columns. Khi2=1,41 ddl=2 p=0,499 (Less significant) Results presentation according to respondent age From 18 From 25 From 35 to 24 to 34 to 49 Yes 95% 91% 95% Why not 5% 9% 5% Total 100% 100% 100% Over 50 91% 9% 100% Board: % Columns. Khi2=3,07 ddl=6 p=0,801 (Less significant) Results presentation according to respondent socio-economic class Yes Why not Total SEC + SEC 94% 96% 6% 4% 100% 100% Inactive 91% 9% 100% Board: % Columns. Khi2=3,44 ddl=4 p=0,489 (Less significant) Comments 93 % of people would go to a bio store if one opened close in a convenient area, and only 7% answered why not. There was no negative response. Regarding the results, there is no link between the fact that people would visit a bio shop and their gender, age or even socio-economic class. MARKETEST - Online Market Research http://www.marketest.co.uk 5 Market Research Report October 2008 Survey 2: Bio Store Question 2/8 Do you consume any bio products? Yes, often Yes, sometimes No, but if it had to happen, why not No Total MARKETEST - Online Market Research http://www.marketest.co.uk Size 96 248 177 41 562 Frequency 17% 44% 31% 7% 6 Market Research Report October 2008 Survey 2: Bio Store Results presentation according to respondent gender Yes, often Yes, sometimes No, but if it had to happen, why not No Total Male 21% 44% 32% 4% 100% Female 15% 44% 31% 9% 100% Board: % Columns. Khi2=7.71 ddl=3 p=0.052 (Significant) Results presentation according to respondent age From 18 From 25 From 35 to 24 to 34 to 49 Yes, often 20% 24% 17% Yes, sometimes 27% 36% 49% No, but if it had to happen, why not 45% 36% 28% No 8% 5% 7% Total 100% 100% 100% Over 50 10% 53% 27% 10% 100% Board: % Columns. Khi2=27 ddl=9 p=0,001 (Significant) Results presentation according to respondent socio-economic class Yes, often Yes, sometimes No, but if it had to happen, why not No Total SEC + SEC 25% 18% 46% 44% 23% 31% 5% 7% 100% 100% Inactive 13% 43% 36% 9% 100% Board: % Columns. Khi2=13.7 ddl=6 p=0,009 (Significant) Comments 61% of people consume bio products, of which 44% consume sometimes. Whereas only 7% said that they do not consume any bio products. A deep link can be noticed between age and consumption. Indeed, people aged 25 and over consume bio food far more frequently, with more than 60% of them answering yes. The young people 18-24 years old eat far less (47%). Regarding the socio-economic class, the SEC + not only eat bio food more often than the SEC – (25% VS. 18%), but on average more people from SEC+ eat bio products at all than the SEC- or inactive class(71% VS. 62% and 56%). MARKETEST - Online Market Research http://www.marketest.co.uk 7 Market Research Report October 2008 Survey 2: Bio Store Question 3/8 What would be your motivation to consume or use bio products? Please rank your answers from 1 to 5: 1 is the most important and 5 is the least important For the health For products quality Respect for the environment On sustainable development purpose For products follow-up and guarantee Other Total/responses Size Size Size Size Size % % % % (Rk1) (Rk2) (Rk3) (Rk4) (Rk5) 339 64 62 12 57 11 24 5 34 50 10 192 38 119 23 122 24 25 73 14 151 30 130 26 94 19 52 % 7 5 11 29 5 53 10 107 21 149 28 167 34 28 5 49 10 93 18 120 24 210 43 4 523 1 3 510 0 1 507 0 0 499 0 1 490 0 Table gives the size for each rank of for the whole results. Average rank is calculated for each figure on all the answers. Percentages calculated on the respondents’ basis. Comments From this table, we can gather that the highest motivation for consuming bio products is for health reasons with 64%. The second most important criteria are respect for the environment, and product quality; with both scoring highly in rank 1 (10% and 14% respectively) and rank 2 (30% and 38% respectively) positions. The least important criterion is product follow-up and guarantee with 43%, followed by sustainable development with 34% of responses ranking it 5. MARKETEST - Online Market Research http://www.marketest.co.uk 8 Market Research Report October 2008 Survey 2: Bio Store Question 4/8 How often do you think you would go in a bio store? Everyday 2 or 3 times a week Once a week Twice a month Once a month Less than once a month Total MARKETEST - Online Market Research http://www.marketest.co.uk Size 12 73 183 100 102 53 523 Frequency 2% 14% 35% 19% 20% 10% 9 Market Research Report October 2008 Survey 2: Bio Store Results presentation according to respondent gender Male Everyday 3% 2 or 3 times a week 14% Once a week 34% Twice a month 20% Once a month 18% Less than once a month 10% Total 100% Female 2% 14% 35% 19% 20% 10% 100% Board: % Columns. Khi2=1,19 ddl=5 p=0,945 (Less significant. Theoric values under 5: 2) Results presentation according to respondent age From 18 From 25 From 35 to 24 to 34 to 49 Everyday 3% 6% 1% 2 or 3 times a week 10% 18% 14% Once a week 30% 31% 36% Twice a month 25% 14% 19% Once a month 21% 24% 19% Less than once a month 11% 8% 11% Total 100% 100% 100% Over 50 1% 12% 39% 21% 16% 11% 100% Board: % Columns. Khi2=17,4 ddl=15 p=0,295 (Less significant. Theoric values under 5: 5) Results presentation according to respondent socio-economic class SEC + SEC Everyday 3% 4% 2 or 3 times a week 20% 13% Once a week 29% 37% Twice a month 21% 18% Once a month 21% 20% Less than once a month 7% 8% Total 100% 100% Inactive 1% 12% 36% 19% 19% 13% 100% Board: % Columns. Khi2=10.8 ddl=10 p=0,376 (Less significant. Theoric values under 5: 3) Comments Regarding the frequency of visits to a bio store, 35% of people said that they would go once a week to a bio shop. But an average of 20% of people would also go there two or three times a week, whereas only 2% of people would go into such a store everyday. The chi-2 test shows that there is no link between the frequency and the gender. Regarding age there is little difference across the age bands, although older respondents (35 and over) would be more likely to visit once a week. Concerning SEC, the SEC+ would be more likely to visit multiple times per week (23%) compared with other classes (15% avg.) and SEC- and inactive would most likely visit once a week (37% and 36% respectively). MARKETEST - Online Market Research http://www.marketest.co.uk 10 Market Research Report October 2008 Survey 2: Bio Store Question 5/8 What kind of product(s) do you think you would purchase or you would like to find in this bio store? Every kind of product because I only consume bio products Alimentary products Baby and junior products Cosmetic products Textile products Phytotherapy and aromatherapy products Vitamin and minerals supplements Dietary products Other Total/respondents MARKETEST - Online Market Research http://www.marketest.co.uk Size Frequency 47 9% 170 153 326 148 194 322 265 12 523 33% 29% 62% 28% 37% 62% 51% 2% 11 Market Research Report October 2008 Survey 2: Bio Store Results presentation according to respondent gender Every kind of product because I only consume bio products Alimentary products Baby and junior products Cosmetic products Textile products Phytotherapy and aromatherapy products Vitamin and minerals supplements Dietary products Other Total Male Female 13% 7% 37% 27% 52% 32% 37% 57% 52% 3% 310% 30% 30% 68% 26% 37% 64% 50% 2% 314% Board: % Columns. Khi2=13,4 ddl=8 p=0,097 (Less significant. Theoric values under 5: 2) Results presentation according to respondent age Every kind of product because I only consume bio products Alimentary products Baby and junior products Cosmetic products Textile products Phytotherapy and aromatherapy products Vitamin and minerals supplements Dietary products Other Total From 18 to 24 From 25 to 34 From 35 to 49 Over 50 8% 17% 7% 5% 23% 34% 67% 16% 23% 52% 38% 3% 266% 27% 37% 62% 32% 36% 58% 46% 2% 317% 38% 30% 65% 31% 37% 63% 54% 3% 327% 33% 18% 56% 26% 46% 67% 56% 1% 309% Board: % Columns. Khi2=38,2 ddl=24 p=0,033 (Less significant. Theoric values under 5: 5) MARKETEST - Online Market Research http://www.marketest.co.uk 12 Market Research Report October 2008 Survey 2: Bio Store Results presentation according to respondent socio-economic class SEC + SEC Every kind of product because I only consume bio products Alimentary products Baby and junior products Cosmetic products Textile products Phytotherapy and aromatherapy products Vitamin and minerals supplements Dietary products Other Total Inactive 8% 12% 7% 39% 31% 64% 23% 39% 58% 57% 1% 321% 33% 27% 60% 30% 38% 62% 49% 4% 316% 29% 30% 63% 29% 36% 63% 49% 2% 307% Board: % Columns. Khi2=25.3 ddl=48 p=0,997 (Less significant. Theoric values under 5: 3) Comments 62% of people would prefer to buy cosmetics in a bio store, followed by vitamin and minerals supplements with 61%; and dietary products with 51%. The average desire for all other products is 31%. 9% of people would buy any kind of product because it is bio. A larger percentage of females would be interested in buying cosmetics, junior and baby products or vitamins, whereas male participants would prefer to find food and textile products; nonetheless the differences are not much (5% avg.). Regarding the age information we can tell that respondents from 25 to 34 yo are those who consume bio products the most because 17% are interested by every kind of product because they only consume bio products. We can also tell that respondents from 18 to 24 yo are a bit less interested about bio products (266% of answers VS. more than 300% for the other age categories). Otherwise, there are some logical trends: older people are les interested by buying baby and junior products (18% VS. more than 30%) and younger respondents less into phytotherapy and aromatherapy products (23% VS. 36/37% and 46%) Excepting dietary products, which are significantly more in demand by the SEC+ (57% VS. 49%); there are no trends across the SEC bands. MARKETEST - Online Market Research http://www.marketest.co.uk 13 Market Research Report October 2008 Survey 2: Bio Store Question 6/8 How many people do you know that would shop in this bio store? More than 4 people Between 2 and 4 people 1 person None Total MARKETEST - Online Market Research http://www.marketest.co.uk Size 42 258 195 28 524 Frequency 8% 49% 37% 5% 14 Market Research Report October 2008 Survey 2: Bio Store Results presentation according to respondent gender male More than 4 people 9% Between 2 and 4 people 50% 1 person 33% None 8% Total 100% female 7% 49% 40% 4% 100% Board: % Columns. Khi2=6,34 ddl=3 p=0,095 (Less significant. Theoric values under 5: 3) Results presentation according to respondent age From 18 From 25 From 35 to 24 to 34 to 49 More than 4 people 15% 14% 6% Between 2 and 4 people 48% 47% 51% 1 person 30% 36% 37% None 8% 4% 6% Total 100% 100% 100% Over 50 2% 50% 43% 5% 100% Board: % Columns. Khi2=15,8 ddl=9 p=0,07 (Less significant. Theoric values under 5: 2) Results presentation according to respondent socio-economic class More than 4 people Between 2 and 4 people 1 person None Total SEC + SEC 10% 8% 50% 47% 38% 40% 2% 5% 100% 100% Inactive 7% 51% 35% 7% 100% Board: % Columns. Khi2=6,7 ddl=6 p=0,349 (Less significant. Theoric values under 5: 6) Comments Almost 50% of the respondents know at least one person who would shop in a bio store. 37% of the respondents know only one other. Finally, only 5% of the respondents do not know anybody who would shop in a bio store. Younger age groups (aged 18-34) know larger numbers of people likely to visit a bio store, with an average of 15% knowing four or more people who would be interested. No link can be drawn between the number of people the respondents know that would shop in this store and the gender or SEC. MARKETEST - Online Market Research http://www.marketest.co.uk 15 Market Research Report October 2008 Survey 2: Bio Store Question 7/8 What do you expect from this kind of store? Size A cordial welcome and advices 309 A large choice of products 326 Quality products 420 Clear and pleasant shop furniture 160 New products to be sold 231 Other 10 Total/respondents 524 MARKETEST - Online Market Research http://www.marketest.co.uk Frequency 59% 62% 80% 31% 44% 2% 16 Market Research Report October 2008 Survey 2: Bio Store Results presentation according to respondent gender Male A cordial welcome and advices 57% A large choice of products 63% Quality products 80% Clear and pleasant shop furniture 32% New products to be sold 45% Other 2% Total 280% Female 60% 62% 81% 30% 44% 1% 277% Board: % Columns. Khi2=1,09 ddl=5 p=0,953 (Less significant. Theoric values under 5: 6) Results presentation according to respondent age From 18 From 25 From 35 to 24 to 34 to 49 A cordial welcome and advices 52% 53% 62% A large choice of products 51% 57% 64% Quality products 75% 86% 83% Clear and pleasant shop furniture 31% 36% 32% New products to be sold 41% 47% 47% Other 0% 2% 1% Total 251% 280% 289% Over 50 63% 71% 72% 24% 37% 3% 271% Board: % Columns. Khi2=10,4 ddl=15 p=0,791 (Less significant. Theoric values under 5: 4) Results presentation according to respondent socio-economic class A cordial welcome and advices A large choice of products Quality products Clear and pleasant shop furniture New products to be sold Other Total SEC + SEC 70% 50% 59% 67% 88% 75% 36% 31% 45% 42% 2% 2% 299% 268% Inactive 60% 60% 81% 28% 45% 2% 277% Board: % Columns. Khi2=6,07 ddl=10 p=0,81 (Less significant. Theoric values under 5: 11) Comments The most important thing for 80% of these English respondents regarding a bio store is the quality of the products, followed by the choice (62%), the service (59%), the presence of new products (44%), then the store appearance and finally other factors. These figures do not depend on gender. Regarding the age information, about 10% more participants aged 35 and over, are interested in customer service when compared with the 18-34 age group. Older people are also more expected for a larger choice of products than younger (goes progressively from 51% to 71% of interest). There is also little difference with regard to socio-economic class. We can tell that SEC+ are more concerned by the customer service (70% VS. 60% and 50%). MARKETEST - Online Market Research http://www.marketest.co.uk 17 Market Research Report October 2008 Survey 2: Bio Store Question 8/8 If this store opened close to your home, how much do you think you would spend on average each time you went there? Less than 20 pounds Between 20 and 50 pounds Between 50 and 80 pounds Between 80 and 110 pounds More than 110 pounds Total MARKETEST - Online Market Research http://www.marketest.co.uk Size 357 153 9 4 0 524 Frequency 68% 29% 2% 1% 0% 18 Market Research Report October 2008 Survey 2: Bio Store Results presentation according to respondent gender Less than 20 pounds Between 20 and 50 pounds Between 50 and 80 pounds Between 80 and 110 pounds More than 110 pounds Total Male 69% 28% 2% 1% 0% 100% Female 68% 30% 1% 1% 0% 100% Board: % Columns – Respondent basis. Khi2=0,367 ddl=4 p=0,982 (Less significant. Theoric values under 5: 2) Results presentation according to respondent age Less than 20 pounds Between 20 and 50 pounds Between 50 and 80 pounds Between 80 and 110 pounds More than 110 pounds Total From 18 From 25 From 35 to 24 to 34 to 49 62% 58% 72% 34% 36% 27% 2% 3% 1% 2% 2% 0% 0% 0% 0% 100% 100% 100% Over 50 74% 25% 1% 1% 0% 100% Board: % Columns – Respondent basis. Khi2=8,48 ddl=12 p=0,747 (Less significant. Theoric values under 5: 12) Results presentation according to respondent socio-economic class Less than 20 pounds Between 20 and 50 pounds Between 50 and 80 pounds Between 80 and 110 pounds More than 110 pounds Total SEC + SEC 64% 70% 34% 26% 1% 4% 2% 1% 0% 0% 100% 100% Inactive 69% 29% 1% 0% 0% 100% Board: % Columns – Respondent basis. Khi2=4,88 ddl=8 p=0,772 (Less significant. Theoric values under 5: 3) Comments 68% of the respondents would spend less than £20 per purchase. 29% of them would spend between £20 and £50, and only 3% of them would spend more than £50. Spending habits do not seem to vary much with gender. However the groups aged 35 and over would be more likely to spend less than £20 than the groups aged 18-34; 73% on average compared with 60% for the younger groups. In contrast, the younger groups would be more likely to spend £20-£50 (34% and 36%) when compared with the older groups (27% and 25%). Analysis of the SEC results show that SEC+ would be slightly more likely to spend more money per visit than the other SECs with 37% of them who would spend more than £20 VS. 31% of the SEC- and 30% of the inactive. MARKETEST - Online Market Research http://www.marketest.co.uk 19 Market Research Report Survey 2: Bio Store October 2008 Gender Male Female Total Size 193 369 562 Frequency 34% 66% MARKETEST - Online Market Research http://www.marketest.co.uk 20 Market Research Report October 2008 Survey 2: Bio Store Age Size From 18 to 24 years old 64 From 25 to 34 years old 129 From 35 to 49 years old 230 Over 50 years old 139 Total 562 MARKETEST - Online Market Research http://www.marketest.co.uk Frequency 11% 23% 41% 25% 21 Market Research Report Survey 2: Bio Store October 2008 SEC SEC + SEC Inactive Total Size 235 245 82 562 Frequency 42% 44% 15% MARKETEST - Online Market Research http://www.marketest.co.uk 22